유튜브 뷰티 채널의 선호도와 이미지에 미치는 영향 요인

Abstract

Purpose This study aims to empirically analyze which factors affect image and preference of YouTube beauty channels. Some practical and academic implications are presented through empirical research.

Design/methodology/approach For this purpose, the six affecting factors were suggested on the basis of previous studies. We proposed image quality, user attitude, empirical value, economics, and awareness as independent variables and channel image and channel preference as dependent variables in order to investigate the causal relationships among the research variables. We surveyed 311 users who had experience in using YouTube Beauty channel and analyzed the data by using a statistical package.

Findings This study showed that the channel image has a partial mediating effect between the affecting variables and the channel preference. The results provided some insights and information to increase the number of subscribers and site views. Several suggestions were carefully made.